UNLEASH AMAZING - Best of Show _ 2019 Higher Education Marketing Awards - A campaign centered around the student and everything they could become is within them today. A St Cloud State education will embolden them to make their mark on the world.

The Challenges

With declining enrollment and the lack of a clear identity, St. Cloud State University turned to BVK to help them find their voice.

Because it had no solid positioning to guide messaging and communication, St. Cloud State fell behind both larger universities and comparable mid-sized schools for preferential applications.

How could we show that this school was no mere fall-back option, but rather the ideal place where individuals could discover their true selves and shape their future?

The Solution

After spending time on campus with students, faculty and alumni, we recognized that St. Cloud State is a place of incredible talents, passions and dreams that are, in a way, hidden and waiting to be unleashed on the world. So we tapped into the power of that word. Soon, Unleash Amazing became the promise and the goal of everyone on campus.

Staff knew their objective with each student was to help them find and follow their unique path. Students knew there was something within them of value that was worth working for, and which St. Cloud State could help them achieve. Husky athletics even had a bold new rallying cry that was on-brand in both a literal and figurative sense.

The campaign connected with audiences through television, out-of-home, digital and social channels. The creative spoke to students in a fresh, unexpectedly aspirational way that commanded attention and gave the university must-see status. It no longer spoke or acted like a second or third choice school.

Unleash Amazing gave the St. Cloud State family a renewed sense of pride and established a platform that helped them start telling their story in a purposeful new way.

A unique partnership - We developed the platform, style, and energized St. Cloud State’s marketing department. Their graphic designers would complete any collateral and roll the look and language into everything created on campus, in recruitment, and online.